Info4Security (I4S): Why do you choose to attend IFSEC International, and what are the main goals/achievements you hope to realise from doing so?
Chris Bone (CB): IFSEC International is the single most important security exhibition in Europe and is of global relevance as well. It brings in a wide variety of visitors with a large number of end users and decision-makers. Hence, we view the show as strategically very important. We must be in attendance to meet with existing and new customers and showcase our latest solutions.
I4S: When does your preparation for the show begin, what does that preparation entail and what’s the company’s commitment to the event in terms of manpower/logistics?
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CB: We normally start the strategy planning in Q3 of every year, but the majority of the work is in Q1 onwards. We start off with a small team of 2-3 people but that builds up as May approaches with the stand build itself. Well over a dozen people are involved.
I4S: In years gone by, it has been themes such as IP, hybrid solutions, the emergence of networks or video analytics that have characterised the show. Is there a key theme you can see on the horizon that might well frame the 2012 event?
CB: The major focus for the past years has been on video as it has undergone ‘the IP revolution’. While this is sure to continue for many years to come, I feel that access control is going to be of renewed interest as developers focus on new IP solutions, electronic locks, cloud-based access control, NFC solutions and more and the industry strives for higher capabilities at lower total installed cost.
I4S: What’s the key focus for the company at this year’s show?
CB: We’re focused on showcasing our expanding range of electronic locking solutions, from smart keys to electronic locks. Of major interest is our new Mobile Keys solution called SEOS, which is based on NFC technology.
I4S: Can you briefly outline the new solutions and products that will be displayed and discussed by the company?
CB: Our focus is on the smart keys called Cliq remote, our Aperio electronic locks, the aforementioned NFC-based mobile keys solution SEOS and many other products.
I4S: Are you targeting end users, installers/integrators or perhaps consultants this year, and what’s influencing your decision here?
CB: Each of these groups are critical to our strategy as they’re all major decision-makers in the purchase of Assa Abloy products. Our messages are slightly different for each as they have different things that they consider in their decision-making, but all are a target for us.
I4S: Are you targeting any particular vertical sector at present? If so, why? What opportunities do you see emerging?
CB: We see strong opportunities in education, particularly in terms of large campus universities and colleges, utilities companies, Government agencies and many others that have key management issues they’re wanting or needing to overcome.
I4S: What are your immediate priorities in the post-IFSEC period?
CB: A lot of time and money is spent in the lead-up to IFSEC International so it’s critical to ensure post-event that our organisation follows-up on leads that have been gathered or the effort is wasted. We have developed a comprehensive plan covering pre- and post-event activities to ensure that opportunities are followed-up in a professional and timely manner.
I4S: Are there any enhancements/improvements you’d like to see introduced at IFSEC International by show organiser UBM?
CB: While UBM does a great job in promoting IFSEC International and generates increased attendances every year, I would always like to see them working on ways in which to attract more end users from around the world. At the end of the day, it’s the end user who’s buying the solutions.
I4S: On the macro level, what are your views on the current business landscape and the economic conditions prevailing in the UK?
CB: There’s no doubt that business is tough at the moment and we are having to work harder every day to capture and retain business. That said, the market is still there for the right solution that fits the customer need, and we at Assa Abloy are dedicated to providing solutions that fit these needs. Hence, we’re continuing to find new opportunities for growth.
I4S: In addition, can you tell us your opinions on the present state of the UK and international security markets?
CB: The economic situation is not great as we all know. However, the need for security solutions continues and the situation is causing a change in the value customers are seeking. The security market is having to respond with lower cost solutions to meet these demands. Companies like Assa Abloy have responded to this and we’re continuing to see growth in our sales across the international market.
I4S: Are knowledge levels among your key customer audiences showing a continual elevation in focus and breadth?
CB: Absolutely. Customers are not foolish and they work very hard on educating themselves on new advances in the market, whether they’re about new technologies or new levels of risk that they’ve to deal with and the tools needed to manage risks.
I4S: What’s the company doing to promote the Corporate Social Responsibility/’green’ agenda?
CB: We have staff globally in Assa Abloy who are dedicated to sustainability and the green agenda. It affects all parts of our business, from our own energy consumption through to providing solutions to our customers which are more energy efficient.
In addition, we’re a major manufacturer globally so we expend a great deal of effort in ensuring that we do everything possible to not only manufacture as efficiently as possible, but also to eliminate the use of environmentally unfriendly substances.
Assa Abloy at IFSEC International 2012
Hall 4 Stand C50